In some ways, landing pages are easier for copywriters to take on: there’s an endless page to be filled with copy. But does anyone read all that? Not really. As you embark on generating leads without landing pages, space is at a premium. Each word must be carefully selected to help move people through the funnel.
Headlines may be the trickiest part of any advertising campaign. Not too long…but not too short, either. One word won’t do, but a Facebook Lead Ad has limited space. You’ve only got 25-40 characters to play with. So every word has to count! Your headline should be straightforward and to the point. No superfluous, flowery language here! Make it succinct and direct with a clear Call To Action in the headline, as well as the CTA button.
To really make that headline work harder, create a sense of urgency using time-sensitive words, like “now” or “today.” Negative statements can work too, especially when combined with timely calls to action, such as “don’t wait.” Sharing special knowledge is another major draw, so consider words like “secret” and “tips” to show you have wisdom and insight to impart.
These are just a few tips to get you started. We’ve also created some headline templates for you to try out, below. Certain parts may need to be adjusted for different industries or B2C vs. B2B businesses, but the basic framework provides a good structure for crafting solid Facebook Lead Ad headlines. And don’t forget to test these, as well as any other piece of creative in your Facebook Lead Ad!
Learn The 5 Secrets To XYZ
The verb learn spurs your target audience to take action, while the promise of secrets lures them in to discover insider knowledge. Enumerating just how many is another proven way to get clicks.
Save X% With Just A Few Clicks
Direct and to the point, this promises a discount with ease. Be specific with the amount and keep the verb strong for a clear call-to-action.
Upgrade Your Business Today
Playing off a sense of urgency, “today” inspires your audience to take action now. Who wouldn’t want to upgrade or improve?
Never Miss A Customer Again
A little negativity goes a long way, especially when the word “never” actually means a good thing: finding and keeping new customers.
Don’t Wait Any Longer To Start
Urgent, to the point and just negative enough, this headline is one of the more aggressive, but has been shown to work. Try to keep it short, but experiment with adding a specific savings promise too, so your prospects “Don’t Wait Any Longer To Save 20%.”